The idea behind the Homeless Bed Collection was to showcase for real how does it feel to sleep on the streets of Tokyo by turning the streets where homeless people sleep into real beds.

The collection was built by the finest Japanese artisans; using elements that mimic the streets of Tokyo. From rough asphalt to mud, from dirty cement to stinky sewer lids with rats, the beds replicated in detail the horrible conditions that thousands sleep in every night.

The collection was displayed at Megamax’s flagship store and forced innocent consumers shopping for beds to be confronted by the problem.

Each bed in the collection had a name to highlight where it might be found – The Underpass, The Car Park, The Pavement, The Station Bench and the displays went on to explain the personal story of the people who were sleeping in these places.

For a week The Homeless Beds Collection was displayed at Megamax flagship store. During this period Moyai took the opportunity to raise awareness and collect donations.

The collection was built by the finest Japanese artisans; using elements that mimic the streets of Tokyo. From rough asphalt to mud, from dirty cement to stinky sewer lids with rats, the beds replicated in detail the horrible conditions that thousands sleep in every night.

A catalogue and a seemingly innocent micro site caught consumers by surprise and invited them to further donate. The collection was also promoted with posters and a street activation where pedestrians could learn the stories of several spots where homeless people sleep and donate directly to the homeless person.

For an unexpected finale, the beds ended up in an art gallery in Tokyo, as they became art pieces in themselves.

Donations increase of 37%. More than 2,000.000 YEN collected.